November 2015 ppm Ratings out for Los Angeles

[34james]

Ratings just released show KLOS is around 2.3 tied with KYSR.
And KKGO is around a 2 share.
So how does KKGO, KYSR and KLOS rank with 18-34, and 25 to 54 age demos. The main targeted demos for ratings?

 

[34james]

http://ratings.****************/cgi-bin/rol.exe/arb003
Here you go

 

[Kelly A]

Those are 6+ numbers

 

[pjc1961]

So how does KKGO, KYSR and KLOS rank with 18-34, and 25 to 54 age demos. The main targeted demos for ratings?

From AllAccess.com, the top 5 (sometimes more) in 25-54, 18-34 and 18-49 for December 2015 (covers 11/5 - 12/2/2015).
Los Angeles market is the 2nd market discussed at the link below:

http://www.allaccess.com/net-news/a...rch-director-inc-exclusive-december-ppm-analy

This won't answer all of your questions but at least gives a taste of what's happening at the top of the rankers.

Age 25-54:

Nov15-Dec15 Station Calls

4 - 1 KOST
1 - 2 KBIG
T2- 3 KIIS
5 - 4 KLVE
T2- 5 KRTH
10- 6 KLAX
__________________________

Age 18-34:

Nov15-Dec15 Station Calls

1 - 1 KIIS
3 - 2 KBIG
7 - 3 KOST
2 - 4 KRRL
T5- 5 KPWR
T5- 6 KYSR
4 - 9 KRTH
T7- ? KAMP
__________________________

Age 18-49:

Nov15-Dec15 Station Calls

4 - 1 KOST
1 -T2 KIIS
2 -T2 KBIG
7 - 4 KLVE
3 - 5 KRTH
11- 6 KLAX
5 - 7 KRRL
T7- ? KAMP
__________________________

 

[davideduardo]

Ratings just released show KLOS is around 2.3 tied with KYSR.
And KKGO is around a 2 share.
So how does KKGO, KYSR and KLOS rank with 18-34, and 25 to 54 age demos. The main targeted demos for ratings?

25-54: KLOS 15th, KKGO 22th and KYSR 13th
18-34: KKGO 22nd, KLOS 19th, KYSR 6th.

Actually, the principal sales demos are 25-54, 18-49 and then 18-34. There is no "targeted" ratings demo... ratings just measure, proportionally, all ages 6 and above as well as subsets such as gender, ethnicity, income, education, language preference (Hispanic only) and geographic location. Advertisers "target" but ratings do not.

 

[34james]

So how well is KKGO billing if they about 22nd, in 18-34 and 25-54?

 

[34james]

Does LA really need a country station for advertisers? San Francisco doesn't even have a Country station and they are a big market? Would a format other than country bring higher billing results?

 

[davideduardo]

Does LA really need a country station for advertisers? San Francisco doesn't even have a Country station and they are a big market? Would a format other than country bring higher billing results?

Sol Levine has always selected formats that other operators did not want, thus guaranteeing limited direct competition.

Keep in mind that with controlled costs and no debt, KKGO can make a very significant profit on the $10 to $12 million range where it is billing per reports.

A more competitive format might bill more, but it also might have much higher operating costs.

And KKGO does cume nearly 1.2 million people.

 

[K.M. Richards]

Keep in mind that with controlled costs and no debt, KKGO can make a very significant profit on the $10 to $12 million range where it is billing per reports.

I think a lot of people forget that key detail. Saul Levine has owned 105.1 since it first signed on back in 1959. No, that's not a typo ... the station is 56 years old (57 come this February 18) and has had exactly one owner all that time. No outstanding debt of any significance there.

And Saul has only had three formats over the years, although he repeated two of them: Classical, then Jazz, then Jazz in drive time and Classical the rest of the time, then Classical full-time again, and Country (since 2007).

 

[davideduardo]

Does LA really need a country station for advertisers? San Francisco doesn't even have a Country station and they are a big market? Would a format other than country bring higher billing results?

Keep in mind that there are only about 180 stations in the US... out of 15,000 or so (excluding translators) that bill over $10,000,000 a year. KKGO is one of those special stations.

 

[K.M. Richards]

James, I would like to congratulate you on your shift from focusing on the 6+ numbers, as you had in the past, to looking at those numbers and then coming up with good questions that are based on the demographic breakouts, billing information, etc.

I think many of the questions you are now asking will improve not only your understanding of the business, but many other readers' as well.

Happy holidays to you.